Factors Influencing Customer Loyalty to Coffee Shops in Pranakhon Si Ayuthaya Province
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Abstract
The objectives of this research were to 1) investigate the level of coffee shop factors: product quality, service quality, physical environment, brand innovation and customer loyalty in Pranakhon Si Ayuthaya Province 2) study relationship among the coffee shop factors and customer loyalty and 3) identify the influence of coffee shop factors on customer loyalty. The target population were 500 customers of the coffee shops during July-October 2022. 250 customers were selected as the samples by means of accidental sampling technique. Questionnaires were used for collecting data. Descriptive statistics and Multiple linear regression with stepwise process were used for data analysis. The research results are the followings. The findings revealed that the coffee shops have generally provided product quality, service quality, physical environment and brand innovation at a good level whereas they have gained customer loyalty at a high level as well. All coffee shop factors and customer loyalty have significant relationship with one another. However, only 3 out of the 4 coffee shop factors were selected into the regression equation with 61.19 percent of the variation in the customer loyalty was explained. Those 3 factors were service quality, product quality and physical environment ranking in accordance with the significant influence on the customer loyalty from the most to the least.
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